Tips to Writing a Good Press Release
July 07, 2007
Contributing Writer: Sharon Housley
Distributing a press release to editors and news organizations is only half the battle. Writing a press release that will be published by the media is equally important. Press releases are public relations opportunities. A well written press release, can generate exposure in publications that could be worth thousands in advertising dollars, for a fraction of the cost.
Newsworthy News
Press releases should contain a newsworthy item and be written as an announcement--not advertisement. Releases can cover a wide variety of topics.
Ideas for Press Releases - http://www.small-business-software.net/kinds-of-pr.htm
Plain English
Press releases should be written in plain language so that the general population will understand. Keep explanations simple. Press releases should be in laymen terms, avoiding overly technical language.
Focus on Facts
Press releases should not contain superlatives. Avoid "fluff" and focus on facts. Editors will often use copy from a press release, and if extensive editing is required they will opt not to use the release at all. The press release should articulate the news item, in a factual way avoiding qualifiers like "best."
Illustrate Benefits Not Features
Too often press release writers will use fancy terms to describe feature sets, all the while never conveying how a specific feature will benefit an individual using the product or service. It is important that the press release explain the benefit of the product or service. This is best done by providing concrete explanations and articulating time saved, money saved etc...
Headlines That Grab
Press releases only have a few moments to attract the interest of readers. The headline should be relevant, but should attract the interest of readers. Many websites use RSS feeds to distribute news headlines, often only the press release headline will appear, therefore it is critical that the press release headline be an attention "getter" while still remaining relevant to the release.
Hook
The first paragraph should contain a hook, to secure the interest of readers. You only have the first few sentences to keep the interest of the editors and readers.
Inverted Pyramid
The contents of a press release should be in an inverted pyramid with the most important item appearing first. Each succeeding paragraph should contain supporting information with the least important information on the bottom.
Contact Details
In the event that the media decides to print the press release, they may often wish to contact the company to obtain additional details or graphics for print publications. Be sure to include appropriate contact details in the release.
Press Release Analysis:
Example Well Written Press Release: http://www.feedforall.com/press-release-rss2html-cache.htm
This release announcing a new application contains specific benefits in non-technical terms that the reader will understand.
Example Poorly Written Press Release: http://www.valentine-shop.com/press-release.htm
This release announcing a new web site contains no contact information and the most important information appears last rather than first.
Press releases can be an excellent tool for increasing product exposure without incurring a significant expense. Consider how press releases can become part of your business marketing plan.
======================
About the Author: Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for NotePage http://www.notepage.net a wireless text messaging software company.
======================
Recently in Business Cents:
Tips to Writing a Good Press Release
Distributing a press release to editors and news organizations is only half the battle. Writing a press release that will be published by the media is equally important. Press releases are public relations opportunities. A well written press release, can generate exposure in publications that could be worth thousands in advertising dollars, for a fraction of the cost...
Publicity Performance Not Enough?
...you may be failing to create external stakeholder behavior change that leads directly to achieving your managerial objectives. In other words, failing to persuade those key outside folks to your way of thinking, or move them to take actions that allow your department, division or subsidiary to succeed...
Valentine's Day; Small Businesses Get Romantic
Small businesses can make sales soar this Valentine's Day just by exhibiting some of Cupid's matchmaking qualities. The moment a customer enters your retail store or Web site you should smother them with love. Immediately reinforce that they've come to the right place to find the perfect Valentine's Day gift. Here are six affordable marketing strategies small businesses can use on and offline to hook Valentine's Day shoppers...
10 Shockingly Simple Web Copy Secrets Anyone Can Use Instantly
What are the web copy secrets you need to know to convert prospects to paying customers? Don't spend hours laboring over your copy. There are simple, instant tools you can use to develop great copy in minutes...
Do You Have a Business Card?
When asked "Do you have a card?" you can create an impression that can make, or break, any future relationship with the person who asked...
Introduction To Copyrights, Patents, And Trademarks
In the USA, the Copyright Act of 1976 governs all copyrights. The Copyright Act does not protect any ideas, procedures, process, systems, and methods of operations, concepts, principle or discovery regardless of how it is expressed. It is the expression that is protected by the Copyright Act. You cannot copyright titles, names, slogans, and short phrases even if those have new ideas...
Dream Career In Four Steps
It's not too late to land your dream career. The time you spend thinking about it, could be time spent making it happen. If you're still waiting to land your dream career, you need to know where to find it, and how to make it happen...
Tips In Choosing IT Career
Need assistance getting into the IT industry? The following expert advice is designed to help those interested in getting into this field...